The factors that impact audiences’ willingness to pay for news have received much attention over the last decade given a steady decline in advertising revenues and online news outlets attempting to diversify their revenue streams. Drawing on an online survey of 2034 news consumers in Australia, the study examined gender differences in the value of the news as a predictor of willingness to pay for news. The results revealed significant gender differences. Perceptions of sufficient and fair coverage of their gender affected women’s willingness to pay, but not men’s. Women are more likely to pay for news when they believe that women are fairly covered. On the other hand, women are more likely to pay for news if they perceive an under- or overrepresentation of women in news. This study provides important implications for news industry and journalism practices, evidencing the significance of fair gender representation to the economic value of news.
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